LG Ad Solutions’ latest report titled "Inclusive Screen Part 2: Hispanic Americans" revealed that 94% of Hispanic Americans in the U.S. have access to an internet-connected TV (CTV). Within this group, 78% of Hispanic CTV users prefer streaming television content compared to traditional TV options such as cable, satellite, or broadcast. This preference for streaming is attributed to several factors, including the ability to watch at one's own pace, greater content options, easier content discovery, access to exclusive content, and more personalized viewing experiences. Notably, Hispanic viewers are 20% more likely than the total sample to prefer streaming for new movie access, and 16% more likely to choose streaming for the ability to discover new content.
The home screen of the TV serves as a key source of content recommendations for Hispanic CTV users, especially those between the ages of 45-64, who are 23% more likely to find content on the TV home screen compared to other sources. Additionally, the report shows that 72% of Hispanic CTV users are likely to sign up for a subscription service and cancel it after watching specific content, which is 17% higher than the overall sample. Despite their engagement with paid services, 70% of Hispanic CTV users prefer streaming free, ad-supported content, and 61% watch such content for more than two hours per week, which is 14% higher than the total population.
When it comes to advertising, Hispanic CTV users find streaming TV ads more relevant and engaging. The report indicated that 78% prefer ads that align with their interests, while 71% favor ads that are relevant to the content they are watching. Furthermore, 60% of Hispanic CTV users believe that streaming ads are more relevant than traditional TV ads, and 44% pay more attention to ads while streaming, which is 24% higher than the total population.
Language also plays a crucial role in advertising effectiveness. Although 69% of Hispanic CTV users prefer English content on TV, 51% pay more attention to ads when they are in Spanish, and 55% are more likely to remain loyal to a company that advertises in Spanish. Moreover, 63% of Hispanic CTV users believe that brands that advertise in Spanish show respect for their culture and want their business. This group is also more likely to take action after seeing TV ads, with 41% searching online, 40% visiting websites, and 21% making a purchase after being exposed to a streaming TV ad.
The report also highlighted multitasking behavior among Hispanic CTV users, with 94% multitasking with other devices while watching TV. The top activities include browsing social media, shopping online, and gaming. Additionally, Hispanic households show a balanced preference for both Spanish-language and English-language TV content, with 4 in 5 households watching a mix of both types of networks.
LG Ad Solutions’ report emphasized the importance of inclusive and relevant advertising for Hispanic CTV users, who are increasingly favoring streaming platforms over traditional TV. Brands targeting this audience can benefit from understanding their unique preferences, language considerations, and content consumption habits to create more effective and culturally respectful advertising strategies.